Kellogg Picks TracyLocke to Handle Shopper and Promotional Marketing

Brand portfolio includes dry cereals, Eggo waffles and Pop Tarts

Kellogg Co. chooses TracyLocke as shopper and promotional marketing AOR.
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Kellogg Co. selected the Omnicom Group’s TracyLocke to handle shopper and promotional marketing work for its brand portfolio after a competitive review.

“TracyLocke is our shopper and promotional marketing agency of record,” Kellogg said in an email, confirming what sources previously told Adweek. The company, which is best known for its dry cereal brands along with other breakfast foods like Eggo waffles and Pop Tarts, declined to comment further.

TracyLocke did not return requests for comment but effectively confirmed the news in a recent job listing on Glassdoor. According to that post, the design-focused agency is currently hiring to fill several roles in its Chicago office including junior and senior strategists and a strategic planning director. The client is headquartered in Battle Creek, Mich., across the lake from Chicago.

“We’ve just been awarded the Kellogg’s portfolio shopper marketing and promotional marketing business,” the post read. “TracyLocke will be putting together a stellar team, based in our Chicago office, to work on this fantastic new account.”

According to a source, TracyLocke beat out several other agencies, including Catapult Marketing and The Integer Group, another Omnicom-owned agency. Integer and Catapult representatives did not return requests for comment.

Kellogg spent $370 million on U.S. paid media across its brand portfolio in 2016 and $188 million in the first half of this year, according to Kantar Media. It is unclear how much of that budget goes to shopper and promotional marketing efforts.

Founded in 1913, TracyLocke describes itself as a global shopper marketing agency. In a statement announcing that it was named Audi of America’s retail point-of-sale AOR in December 2016, the agency boasted that it was on a “new business streak of 10 wins and zero losses, dating back to November 2015.”

Those wins included work for Heineken, Johnson & Johnson, Neutrogena, Samsung and Frito-Lay.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.